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Relevancy Case Studies:Sending Email That Inspires Action
Annette Promes, Director, Email MarketingExpediaMonday, February 25, 2008
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Expedia Customer Marketing
Responsibilities:
Strategy and Operations for all emailmarketing at Expedia.com
2nd largest tracked marketing channel
Driving millions of sales a year
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Expedia’s Rewards Program:ThankYou® Rewards Network
Customers signed up for ThankYou earnpoints on qualified Expedia travel purchases
Points can be redeemed for future travel onExpedia or for other rewards through theThankYou website (www.thankyou.com)
Can you increase ThankYou memberresponse in email by improving relevancy ofoffer?
Communicate with customers post-purchase butpre-travel
Use ThankYou points to drive more profitablepurchase behavior
Target standalone air drive hotel attach
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Expedia’s Rewards Program:ThankYou® Rewards Network
Which offers best engage theThankYou base and drive the mosttransactions?
Test 1: Add hotel and earn 1 point/dollarfor value of entire bundle (air + hotel)
Test 2: Add hotel and earn $20-off or $40-off coupon
Control: “Add hotel and save” messaging
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Test 1: ThankYou Points Offer
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Test 2: $20/$40 Off Coupon
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Control: Add Hotel & Save
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Results Show Offer Relevantto Base Drives ROI
ThankYou Points82% lift in clicks
347% lift in transactions
61% higher opt-out rate
Coupons24% lift in clicks
106% lift in transactions
18% higher opt-out rate
Going forward, emphasize ThankYou Pointsvalue vs. margin diminishing coupons
Higher interaction also = more mails, moreopt-outs
Screen out customers in certain purchase windowsthat overlap with high-touch timeframe
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Credits/Thank You
Thank you to:
Carey Dietz, Email Marketing
Rosie Campbell, ThankYou Team
Cheryl Trew, Email Analytics
Annette Promes, Expedia
425-679-3423
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Relevancy Case Studies:Sending Email That Inspires Action
Sarah Ellen Nelson, Senior Strategist
500lb Marketing Solutions & Gold Toe Moretz
Monday, February 25, 2008
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Overview
Gold Toe Moretz launches a new brandof socks for kids… “Auro Socks”
Target Market = Busy Moms
Use interactive marketing to build teamof brand evangelists
Use email marketing to driveconsumers to take action
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Business Challenge
Sell kids socks!
Find busy moms online
Teach the “Auro” concept
Identify brand evangelists
Direct interest toward retailers
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Business Objectives
Sample 5,000 packs of socks
Build a well-qualified consumerdatabase
Identify brand evangelists
Enable consumer research
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Implementation
Web Site:
Overhauled www.aurosocks.com
Sampling/Trial
Free socks to 5,000 site visitors
Sweepstakes
Enter to win a $1000 Back-to-Schoolshopping spree from Target
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Implementation
Bonus Entries
Up to 100 sweepstakes entries possibleper person through use of “Tell a Friend”feature
Survey
Participation in demographic survey wasrewarded with 10% off coupon
Loyalty Contest
Brand loyalists given key code to nominateyouth group for “sock makeover”
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Implementation
Newsletter
Enews highlighted new offers andelements to program
Coupon Giveaway
After sweepstakes, $2 off coupon used toattract qualified leads
Online Advertising Program
Banner ads on Parenting.com and inParenting.com enewsletters
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Initial Email
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Web Site Home Page
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Join Now Page
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Results
23,280 members
8,000 packs of socksdistributed for trial,exceeding the goal by60%
1,606 members referredfriends
4,611 of referred friendsjoined
22,833 uniquesweepstakes entries/45,779 total with referralbonuses
1,882 surveyscompleted
159 Sock MakeoverContest entries
14.3% open rate onnewsletter
2.2% unsubscribed
527 couponsdownloaded
Approx. 138 visitors/dayfrom ads
28 members attributedto advertising
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Results
Consumer Data Confirmed:
Female
26-45 years old
2.27 children
Wear athletic socks
92% rate product highly
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Takeaways
Messaging customers using multiplemedia works
Consumers love “free” stuff
Having a unique offer in each messagekeeps consumers interested
Encouraging participation fromconsumers builds brand loyalists
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Credit /Thank You
Sarah Ellen Nelson
Senior Strategist, 500lb Marketing Solutions
503-528-9500 ext. 106
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Relevancy Case Studies:Sending Email that Inspires Action
Uwe Michael Sinn, Managing Director
rabbit eMarketing
Monday, February 25, 2008
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„Wer liefert was?“: The Company
"Wer liefert was?“: “Who supplies what?”
“Wer liefert was?” is the leading supplier search engine forthe business-to-business sector in German-speakingcountries.
Customers have relied on “Wer liefert was?” for over 75years – starting with books, later, CD-Roms, since 1995online.
More than 1.5 Million Decision Makers are searching for theright supplier, dealer or service – every month.
Over 22 Million Visits in 2007: Wer liefert was?“ is by far themost busy German-speaking website für B2B-supply.
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„Wer liefert was?“:The Business Model
The “Basis entry” is free – and is edited by “Wer liefertwas?”-staff. There are around 380,000 suppliers listed– around 95% of the relevant business in the Germanspeaking countries.
Money is earned only by paid premium entries. Thereare six different “packages” which entitle to extras like:
Being listed on top of page
Company profile
Company Logo included
Price range: Between US $300 and $4,000 per year
The subscription is strictly NOT prolongatedautomatically
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Starting Position and Goals
Starting Position:
“Wer liefert was?” started using Email to communicatewith customers systematically in 2001.
We fast found out that “one size fits all” emails did notwork.
Goals of the Loyalty Campaign:
Reduce cancellation rates
Improve renewal rates
Increase customer satisfaction
Strengthen customer relationships through continuousengagement
Provide an additional tool for measuring success
Allow automated account management workflows
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In detailThe loyalty campaign consists of a set of four different kind of Email:
Welcome EmailGreeting new customerInformation about upcoming EmailsIntroducing the personal customer representative
Customer Service EmailsExample: A customer did not take advantage of all benefits of hispackage
Monthly statistics EmailDetailed statistics about how the entry performsPersonal advice on how to optimize the entry
Renewal mailA two-part trigger email is initiated 3 months before a listing is due forrenewalThis is where “Wer liefert was?” earns the money ;-)
Beside that: Monthly newsletter with information relevant forbusiness
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Highly Complex Campaign Planning
Slightly different campaigns for:New customersCustomers which signed less than 24 months agoLong time customers
Cross-media Campaign that includes:Email as major way of communicationOutbound callsEven personal visits
Major challenges:Very small list size per dispatch (a few hundred – a fewthousand emails)Very high number of parameters, both an organizational andtechnical problemScheduling: Not only best time to send email but alsocapacity in the call center
Testing:Design Tests in Usability Lab proved that a conservative,quiet design works best for the audienceDifferent parts of the campaign are tested thoroughly fromtime to time
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Just to give you an idea ...
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Campaign Example: WelcomeMessage
Welcome Message sentin the name of the salesrepFull contact details andphoto of the customer'spersonal sales repContains link to the paidlistingListing checklist (“Areyou appearing in all theavailable categories?”)Advanced notice of thedelivery of monthlystatisticsGoal: Not only friendlybut helpful – andRELEVANT
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Campaign Example: Service Email
Trigger-Mail
Calls the customersattention to features hedoes not use
Enables the customer totake full advantage ofthe package he booked
Yes, the personal salesrep is NOT included here(we tested it – but thesales reps have beenflooded by calls withtechnical issues then)
Goal of the mail: Feeling“They care for me”
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Campaign Example: Statistics Mail
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Campaign Example: Statistics Mail
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Campaign Example. Renewal Mail
Here comes the money ;-)
2-part trigger-mail about 3months before subscriptionends
Different response types:Callback button1-click order„Let a salesrepresentative visit me“(only when booking anexpensive package thefirst time)
Testimonial from abusiness sharing the samesize category and industrysector as the recipient
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Results
Open rates are around 70%
On average, each email is opened over four times!
CTR is about 20% (meaning around a third of thosewho open also click-through)
Every click to order is worth more than US $1,000
Over 10% of recipients renew their listing within a fewhours of receiving the email
Many others get in touch with WLW using one of thecommunication alternatives listed in the email (forexample, they place a call to their rep)
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A high degree of relevancy clearly drives results1
The high repsonse rates of the Renewal-Mails would not
have been possible without the preliminaries.2
The 100% relevant content is much more importantthan a fancy layout.3
Email alone is not enough. The combination of online and
offline activity (in-field sales staff, telemarketing) makes the
difference.4
Bad results: Gaining new customers via Email did not work
at all – but keeping a customer happy worked perfect.5
Lessons Learned
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Credits/Thank You
Uwe-Michael Sinn, rabbit eMarketingSinn von Graeve GmbHKaiserstr. 65
60329 Frankfurt
+49 - 69 – 86 00 428 00
http://[email protected]
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Contakt:
rabbit eMarketing
Sinn von Graeve GmbH
Kaiserstr. 65
60329 Frankfurt
+49 - 69 – 86 00 428 00
http://www.rabbit-emarketing.com
Results
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Relevancy Case Studies:Sending Email that Inspires Action
Kimberley Talbot, Senior Group Manager, WW Relationship Marketing
Adobe
Monday, February 25, 2008
Headquartered in San Jose, CA
Over $2.5 billion in revenue in 2006
Founded in 1982; now one of the world's largestsoftware companies
Product portfolio includes Photoshop, Creative Suite3, Acrobat, Flash, and LiveCycle
Adobe Reader and Flash Player combined areinstalled on more than 700 million connected PCsand devices worldwide
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Relevance Drives CampaignPerformance
Relevance drives campaignperformance at every level, affecting:
Deliverability
Spam complaints
Unsubscribes
Open rates
Click-through rates
Response rates and revenue
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Creative Suite 3 Launch
The launch of Adobe Creative Suite 3 wasthe biggest launch in Adobe’s history.
We launched 27 new products, introduced 5 newsuites.
The suites provide all of Adobe’s leadingsoftware products in editions developed foreach of our largest customer segments:
Design/Print
Web Designers/Developers
Digital Video Professionals
Cross-media Professionals
The challenge: how to deliver relevantmessaging to disparate audiences in a singlecampaign…while still achieving solid ROI.
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CS3 Creative Approach
Used email to drive customers to thewebsite
Single call to action increased click-through rates at campaign open
Subsequent touches provided CTAstailored to audience interest
Allowed customers to choose their areasof interest
Streamlined versioning requirements tominimize campaign costs
Design and Web Segments
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Digital Imaging ProfessionalSegment
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Digital Imaging ProfessionalSegment
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Digital Imaging ProfessionalSegment
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Digital Imaging ProfessionalSegment
Education Segment
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CS3 Targeting
Used propensity model to define Early,Mid and Late adopters
Versioned email call-to-action andlanding destination by adoption status
• Included consideration tools, such asproduct trials and events for mid- andlate-adopters
Focused direct mail spend on earlyadopters, resulting in an 8:1 ROI on directmail
Prioritized investment in world regions,based on the relative importance of directcontact from Adobe in the mix
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CS3 Results
Results
Campaign ROI was 29,000% in NA and5,000% Worldwide
• This campaign 41% increase in order rate and72% increase in direct orders over the no-contact control
Customers proved that they know whatthey need – product selections mappedclosely to projected audience preferences
Testing of education messaging vs.general messaging showed a 20% lift inresponse
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Key Techniques for Success
Tailor the use of media to audiencepreferences
Version for segments whose needshave a material impact on response
Leverage subject lines, imagery and copypoints to provide relevant information
Prioritize investment against segmentsfor whom the messaging is mostrelevant
Create user paths to deliver therelevant information and value for eachactionable segment
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Visit http://www.adobe.com/engagement/ tolearn more about the future of customerengagement
Kimberly Talbot, Adobe
408-536-6909
Credits/Thank You